GUO Jianghui, WANG Yicheng, Chen Bing

( Jingdezhen Ceramic Institute)

Abstract: The globalization competition period of commodity brand is formed worldwide in the 1990s .An investigation has been given into the development of Jingdezhen ceramic brands in accordance with the developing trend of the ceramic industry .The existing problems during its development are summarized and analyzed, and concrete countermeasures that are of universal guiding significance are suggested so as to solve the problems .

Key words: ceramic brand, development, study